ING

Lion Account

Insights

ING challenged us to change the perception of their free online current account - the Lion Account. At the time, it was perceived as a cold and anonymous product. They wanted us to turn it into a personalised service with a warm-hearted touch and feel.

Ideas

We discovered that behind the ING Lion Account, 4.700 advisors were at your customer's service. We wanted to show this aspect literally and came up with a fun photo mosaic. We handpicked employees to present the Lion Account with a human face in the campaign's Internet banners and its website.

Impact

A unique employee generated campaign with these results:

* over 50 million impressions

* 69.306 clicks to the site

* CPC of € 2,19

* and a CTR of 0,14